Diversified apparel retailer TFG is using digital infrastructure to launch new brands and measure consumer desires as it deepens its e-commerce business.Through its online channels, TFG was able to measure consumers' desires, he said. "We do quite a lot of demand measurements online. We look at if we have sold out on a particular product, are customers using the functionality that allows them to say: e-mail me when this product comes back in online. "We may not have had merchandise in a bricks-and-mortar environment because it's sold out." Getting smart Cooke said TFG used platforms for online pre-orders, which allowed customers to evaluate a product for a week before they decided whether or not they wanted to buy it before everyone else could. "And what that allows us to do is either sell out before we go live, or if we are smart about it we can end up stocking more appropriately, depending on pre-order demand."Currently, TFG's e-Mall consists of the mainstay brands including Sport...
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